Bayer Continues Aggressive Advertising of Yaz

Bayer is using Yaz as a pilot for the new Google sponsored links format proposed at FDA hearings last week.  The new format was created in response to FDA warnings regarding the lack of safety information provided with sponsored link advertising on sites like Google.  Bayer was on of 14 companies who received a letter from the FDA in April stating that their sponsored links violated FDA rules.  The letter to Bayer said that "omission of risk information is particularly concerning as one of these products, Yaz, has a boxed warning."  Bayer was also notified that its Levitra and Mirena sponsored links were in violation of FDA rules.

The FDA warnings in April caused search rates and sponsored link revenue to plummet.  The drop in online advertising spurred the FDA to hold hearings on the future of prescription drug advertising on the internet and social media.  At those hearings, Google proposed the new format that Bayer is now testing with Yaz.  The new sponsored links contain a headline with a link to the drug's web site, then a line that says "Read important product info here" and a third line which reads "Click to see full safety and prescribing information, including boxed warning." 

Given the recent health concerns with Yaz birth control pills, Bayer seems to be flying in the face of patient safety by using Yaz as a pilot for new online advertising.  Or, maybe Bayer knows that the dangers of Yaz will lead to decreased popularity and they are hoping to squeeze the last bit of profit out of a dying franchise.  Either way, Bayer's choice to feature Yaz in this pilot program is in bad taste to say the least.